What is the fundamental ethos of the business: profit or livelihood? Are you prepared to share profits with communities/charities?
How passionate are you about the idea?
Will the idea serve local/global needs?
What is the potential intellectual property value of the idea, e.g. can it be licenced/replicated?
How clear is the business structure? How are sales, marketing, branding, product creation, team-building and growth organised and managed?
How is technology integrated into the business, e.g. how is the business going to interact with the world? Will it use digital video, articles, audio, podcasts, downloads, live event streaming, slideshows, blogs, tweets? Is it mobile phone friendly?
Is the business set in a factory, offices, community, or home? A combination? If so, why?
Who is/will be on the team? Do they share the same passion for the idea? How creative are your team-members? Where are they located – locally or globally? How are team-members evaluated (eg, by performance, or hours clocked)?